Heartland Teams Hit Radio Broadcast Home Run on Opening Day

Columbia, MD; April 20, 2010 – On April 5, 2010, Baseball season’s official opening day, local radio broadcasts saw surges in audience listening for the three newest markets added to the 2010 Arbitron Baseball Report: The Cincinnati Reds, Cleveland Indians and Kansas City Royals. Those markets showed large gains in ratings and share according to data from the Arbitron Inc. (NYSE: ARB) Portable People Meter^TM (PPM™) ratings service.

WLW-AM, broadcasting the Cincinnati Reds, produced a 7.7 average quarter-hour rating for Men aged 25-54 and a 51.3 average-quarter-hour share of radio listening on April 5, 2010 from 1:00PM – 4:30PM.

"Opening Day for the Reds is like a National Holiday in Cincinnati with seemingly everyone listening to, attending, or watching the game," according to Cincinnati Reds Vice President of Corporate Sales, Bill Reinberger. "It's a welcome sight to see that the data produced by the PPM ratings service reflects what the Reds mean to Cincinnati."

Chris Meinhardt, Arbitron Sports Manager noted that, “The addition of these three heartland teams to the Radio Report show large in-game estimates reflecting the loyalty of nearly a century and a half of America’s favorite past-time.“ Play-by-play broadcasts of Cleveland and Kansas City produced average-quarter-hour shares of over 20 for Men aged 25-54 in the afternoon games.

Opening Day Games (April 5, 2010)
Portable People Meter Estimates
Men Aged 25-54 

These three teams will be included in the upcoming edition of the Arbitron Sports Report: PPM™ Radio Listening for Pro Baseball; the report will include 28 teams in 26 markets and will be made available to subscribing agencies, advertisers, stations and teams.

The 2009 Arbitron Sports Report: PPM^TM Radio Listening for Pro Baseball is available now at http://www.arbitron.com/downloads/ppm_baseball_report.pdf and covers in-game, play-by-play estimates for the 2009 professional baseball season and includes 25 teams in 23 markets where the PPM ratings service has been commercialized.

About Arbitron

Arbitron Inc. (NYSE: ARB) is a media and marketing research firm serving the media – radio, television, cable, online radio and out-of-home – as well as advertisers and advertising agencies. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The company has developed the Portable People Meter, a new technology for media and marketing research.

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Portable People Meter^TM and PPM^TM are marks of Arbitron Inc.

PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

Arbitron Forward-Looking Statements

Statements in this release that are not strictly historical, including the statements regarding expectations for 2010 and any other statements regarding events or developments that we believe or anticipate will or may occur in the future, may be "forward-looking" statements. There are a number of important factors that could cause actual events to differ materially from those suggested or indicated by such forward-looking statements. These factors include, among other things, the current global economic recession and the upheaval in the credit markets and financial services industry, competition, our ability to develop and successfully market new products and technologies, our ability to successfully commercialize our Portable People Meter™ service, the growth rates and cyclicality of markets we serve, our ability to expand our business in new markets, our ability to successfully identify, consummate and integrate appropriate acquisitions, the impact of increased costs of data collection including a trend toward increasing incidence of cell phone-only households, litigation and other contingent liabilities including intellectual property matters, our compliance with applicable laws and regulations and changes in applicable laws and regulations, our ability to achieve projected efficiencies, cost reductions, sales growth and earnings, and international economic, political, legal and business factors. Additional information regarding the factors that may cause actual results to differ materially from these forward-looking statements is available in our SEC filings, including our 2009 Annual Report on Form 10-K. These forward-looking statements speak only as of the date of this release and the Company does not assume any obligation to update any forward-looking statement.